As additional support for the 12-point checklist, the following guidelines will assist call center development teams to assess and meet their requirements.
Size up your host solution
LANs, minis or mainframes? For smaller centers, a local area network can serve as the entire host side of the solution. Recently, application development and the experience of established call centers have shown that a LAN-based or client/server-based application provides more flexibility for importing telephone functions to the workstation. If there is already a mainframe or mini in place, use the existing hardware. These systems may be used as host servers and connected to workstations via local area networks, combining the flexibility of a LAN with the processing power of a mainframe.
Confirm savings and goals with vendors as part of the selection process
Before contacting vendors, evaluate the time and cost of handling a given call. Compare this information to the vendor's proposal, in order to calculate projected savings. Demand detailed projections and scenarios, and ask to speak to a few happy customers. Even among happy customers you may find some potential drawbacks to a particular system.
Consult colleagues about their call center experiences
In noncompetitive situations, colleagues can be valuable sources of information on open applications they may have implemented.
Start over or improve on existing applications?
If a call center is being upgraded, many applications can be integrated without difficulty into an open CTI environment. For example, an application that calls up customer profile information by having the CSR key in the customer's Social Security number can be replaced using ANI in which the open application automatically summons the field to the agent's screen by replacing the Social Security number with a home phone number. Many open applications, like predictive dialing engines, are more efficient or economical if purchased as turnkey applications. In this situation, it is more practical to keep the existing application than to attempt to adapt a new one.
Develop a test program
There are two ways to test computer telephony applications prior to full implementation. Dummy applications are available that simulate call traffic, the workforce, the planned equipment, network services, and application programs. A test region can also be made available on the host platform where pilot tests can be run while changes are being made and load analysis is being performed. Many telecom managers prefer to phase in the new regime gradually using such separate testing areas, for example, phasing in 10 or 20% of the customer base, then gradually broadening the application to include the entire base throughout the call center.
Avoid fancy features that do not really contribute to productivity
Some CTI applications can perform feats so stunning that even the most conservative telecom center manager can get carried away.
Provide appropriate training for CSRs
Plan and organize training sessions, coordinated by the applications developer, on new applications well in advance of the installation so that CSRs can master them before they are implemented. Keep in mind that the introduction of automation into any process involving human resources means fewer employees are required. Perhaps the budget will permit the diversion of CSRs to a larger support group or complaint division; otherwise, the call center workforce may have to be reduced through attrition or layoffs.
Be prepared to implement new evaluation criteria for CSRs
If an application incorporates a voice response unit, for example, the unit will handle most of the simple inquiries without any live intervention. This means that CSRs will handle only the more difficult calls, and therefore the duration of calls fielded by CSRs will increase while the number of calls handled will decrease.
Conduct reality checks
Evaluate each new application 3 months after it is in place and again in 12 months to determine if cost savings have been achieved. It is relatively easy to calculate lower toll-free usage and the savings resulting from fewer CSRs staffing phones, but other benefits are more difficult to gauge. For example, in an insurance application, it is difficult to determine how many new policies have been purchased simply because the CSR was able to transfer both the data file and the screen immediately from the life insurance division to the accident group. These reality checks may require altering long-distance contracts, CSR scheduling, and even computer capacity to accommodate a changed call processing environment to generate real cost savings. Incorporating changes of this nature will result in a faster return on investment. The experience of some call center users indicates that the payback period on investment ranges from 9 to 16 months.
Summarizing the Benefits
A properly planned and implemented integration of computer and telephone technology can provide several specific benefits to organizations, including
§ Providing more timely access to information
§ Enabling the sharing of current and new information
§ More effectively communicating and presenting that information
§ Allowing more timely response to information requests
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